Head of Design
The first project I took on as Head of Design at Clara was a complete branding and product overhaul. It was a massive project that involved a company name change, product rebranding, head-to-toe redesign of the product, blog, and multiple features. I began with the most prominent: our name and logo. We renamed the company with inspiration from Clara Barton, founder of the American Red Cross, to emphasize our commitment to our patients with kindness and empathy.
I design with kindness and empathy, in this way I want designs to be approachable, accessible, and simple. For the logo, I explored several options, and we ended up settling on something that conveyed a connection between patient and researcher, similar groups working towards a common goal. I went through multiple designs and iterations to arrive at the final version displayed above.
I went through over 50 design iterations on a whiteboard, which I then iterated in Illustrator on the team's top choices before reaching the final version. Here is that iteration. The old version of the Clara logo is displayed at the top.